According to rough statistics, in 2015, the total sales volume of luxury brands in the United States was approximately 7.5 million units. Audi's global sales volume in 2015 was 1.8 million, of which China's sales volume was 570,000. China's luxury car consumption has grown rapidly in recent years, while the United States has been slow. According to different standards, the annual income of American middle-class families is about 66.3 to 3.319 million yuan, and the proportion is 25% to 66% of the population. According to Credit Suisse's research report, the proportion of China's data is only about 10%, and middle-class families' annual income is about 50,000 to 420,000 yuan. The real income of the Chinese middle class is obviously lower than that of the United States. At the same time, high-end cars are also more expensive in China. In this case, it can be said that the middle class in China loves to buy luxury cars. Why does the U.S. have a high middle income, but the enthusiasm for buying a luxury car is not as high as that of China? Try to explain it below: ◠Americans spend more money and have a better understanding of the quality of life. They will not be used to buying cars. The middle class in the United States uses more money than China’s middle class. To go to the gym, go abroad to travel, hire a person to mow the lawn, go skiing/going to the beach/island resort, go to the theme park/museum/zoo with the kids, and buy things that the Chinese middle class doesn’t buy such as an automatic dishwasher. For fitness equipment, off-road motorcycles and other toys, each of the three children has to spend money. The basic daily consumption is artificial and particularly expensive. As a whole, spending money is not as cost-effective as the money left for buying a car is relatively small. The middle class in the developed countries have a relatively rich understanding of the quality of life. They must spend tens of thousands or tens of thousands of dollars to buy a luxury car, which will greatly reduce other aspects of consumption and are not worthwhile. Similarly, due to the high price of housing and the variety of consumer products in China's big cities, the budget actually left for the car is not much, and the parents of small cities and towns have solved the house, and the same amount of income is spent on buying luxury cars. ◠Americans generally choose to buy a few cars instead of buying a luxury car. There are three cars in the middle class in the United States, so even if the total budget left to buy a car is high, the budget left for each car may not be that high. In addition, because there are many children in the United States, but also RVs, off-road motorcycles, boats, etc., and some Americans are more fat, one or two cars at home may be large pickup / large SUV / MPV. The price of these cars is between 50,000 and 50,000 US dollars. It is entirely possible to buy a luxury brand from the Audi A4 to the Mercedes-Benz E-class, but American families will give priority to buying large cars. ◠Americans generally do not have Chinese people like to pursue face. The role of cars in the United States as "state of expression" is indeed much less than in China. In most parts of the U.S., people spend a very long time in the car every day (U.S. average annual mileage per car is 13,746 miles, 22,000 kilometers, China cannot find official data, about 12,000 kilometers or so), Buying a better car is very important to the quality of life. Therefore, Americans obviously also care about the quality of the car's driving. The proportion of cars in the United States compact (compact, such as the Honda Civic, Toyota Corolla) and below is much lower than in China, such as the small cars like the Chevrolet Sail. If it is to buy a car, the Americans are more likely to buy a mid-size sedan, with better ride quality and space comfort. However, because the United States has entered the automobile society for a long time, there are many opportunities to get in touch with different cars. People's judgment on the quality of automobiles is closer to reality, and blind pursuit of luxury brands is less. If an American buys a car in order to show off (and the Chinese people are still faceless in their pursuit of face, the pursuit of face may be to pursue a seemingly tall feeling, to enhance their social class image, and to show off more is the personality of publicity. ), he is more likely to buy a sports car. ◠The price structure of the automobile market in the United States is different from that in China. The characteristics of the US car market are that because the auto market is extremely competitive, consumers are more knowledgeable about the car and the purchase options are very pragmatic. All of the cheaper models, such as the Honda Civic and the Toyota Camry, have thin profits. The big auto group's profitability in the US market is very dependent on high-level brands (this is why the Japanese top three is an important reason to first launch its luxury brand in North America rather than Asia). In China, the profit rate of mid-size cars is actually very high, and the starting price of the two models is similar. For American consumers, although luxury brands are not expensive relative to China, they are not worthwhile compared to their own affordable brands. This is one of the reasons why American consumers buy less luxury brands. In a nutshell, Americans also have a lot of investment in the car. After all, the United States is also the country on wheels! Only Americans' car consumption tends to be more multi-vehicles, carts, and personalized cars, such as pickups, rather than brand-name cars. 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